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Overview of Social Media<br />

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APICS Presence & Platform Opts<br />APICS currently uses: <br />Facebook ~ 2,000 Facebook "Likes" <br />Twitter ~ 537 followers <br />LinkedIn ~ more than 20,000 members<br />*March 2011<br />

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What is Social Media<br />Wikipedia says:<br />“ Media for social interaction using highly accessible and scalable publishing techniques. Web-based technologies to transfer and broadcast media monologues into social media dialogues.”<br />

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Examples<br />Facebook<br />Twitter<br />LinkedIn<br />Plaxo<br />YouTube<br />MySpace<br />Merchant Circle<br />Web blogs<br />Wiki<br />Forum<br />Podcasts<br />Social bookmarking<br />

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Definition of Industrial Media<br />Industrial media – traditional sources in which people gain information, news, etc. by electronic media and print <br />Examples: <br />Newspapers, Television, Radio, Magazines, Websites, Direct Mail, Postcards, Couponing, Postal Mail/Cards, Telephone<br />

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Social vs. Industrial Media<br />Reach – <br /><ul><li>Social is easily global and individual

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Industrial is specific</li></ul>Accessibility – <br /><ul><li>Social is available to anyone with a computer and internet access

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Industrial is recipient-specific</li></li></ul><li>Social vs. Industrial Media<br />Usability – <br /><ul><li>Industrial requires specialized skills

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Social requires typing and basic computer skills</li></ul>Recency – <br /><ul><li>Industrial has time lag

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Social Media instantaneous</li></ul>Permanency – <br /><ul><li>Social Media is easy to edit

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Industrial: once it’s published, it’s permanent</li></li></ul><li>Dual Interaction<br />Consumer<br />Consumer<br />Industrial Marketing<br />Social Media<br />Your Company<br />Print<br />Website<br />Creates:<br />Loyalty, Education, Retention, Feedback, Branding, Viral, Credibility, Conversation<br />Creates:<br />Education, Branding<br />

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Goals<br />Each Platform helps with different goals<br />User Goals could include:<br />Share Information/Knowledge<br />Engage with others<br />Create friendships<br />Help others get to know you personally<br />Strengthen a company's customer relations<br />Strengthen a company’s Brand name<br />Obtain market research/obtain feedback<br />Obtain demographic information about your clients<br />Help you gain market share over your competition<br />

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Impact of Social Media<br />Social media is not a strategy or tactic, it’s merely a different channel for communication<br />How you USE it is your strategy<br />The Power to define and control a brand is shifting from corporations and institutions to individuals and communities<br />

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Advantages of Social Media<br />Accessible to everyone – <br />Ashton Kutcher vs. CNN – Race to 1 Million<br />“I find it astonishing that one person can actually have as big of a voice online as what an entire media company can on Twitter." <br />Ashton Kutcher, April 17, 2009<br />

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Advantage of Social Media<br /><ul><li>Inexpensive

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Industrial media typically requires significant resources to publish and disseminate information</li></li></ul><li>Benefits of Social Media<br />No monopoly on thought<br />Reach customers traditional marketing misses<br />Build brand loyalty, demonstrate personality, interactions<br />Feedback from customers/market research<br />Demographic information<br />Cost effective<br />

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Downside to Social Media<br />Just because it’s written doesn’t mean it’s true<br />Time consuming<br />Demand on talent – hard to be exciting<br /> and interesting<br />Lose control of your marketing and message<br />ROI is delayed and hard to measure<br />

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Social media is not new<br />Just a new way to have a conversation<br />Definition of communication<br />Information has grown<br />Everyone has their own circle of trust – social media helps break into that circle<br />

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The 4 Cs of Social Media<br />Contentthat leads to<br /> Conversationthat creates<br />Community that builds<br /> Commerce<br />that is measurable, trackableand REAL<br />

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Content that Leads to Conversation<br />Social Media Content <br />Mission: Engagement <br />Elements of Great Social Media Content<br />Mixture of information and regular fresh content<br />Multi-media (video, text, photos, polls)<br />Keyword rich<br />Encourages ACTION<br />

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Conversation Creates Community<br />The Big 4 Networks are no longer ABC, CBS, NBC and Fox. <br />They are:<br />LinkedIn – 100 million users (March 22, 2011)<br />Facebook – 600 million users (Jan 2011)<br />Twitter* – 200 million users (March 2011)<br />YouTube – 6 Billion videos, 100,000 million views per day <br />*fastest growing<br />

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ConversationCreates Community<br />The point of Social Media is to Educate, Enhance, and Engage<br />You have to learn about your audience, give them what they need or want, and respond to them.<br />Industrial Media: Company talking to Customer. Social Media: The Customer now Talks BackAND Customers talk to each other. <br />

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How to Turn Community into Commerce<br />Make Offers that fit the needs of your audience – Create Campaigns<br />Capture Information<br />Follow Up <br />Provide excellent Customer Service<br />Full circle – Direct users back to Your Content<br />

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How To Get Started<br />Step One:<br />Determine Your Goals<br />Determine Your Target Market<br />Determine why Should YOU Participate?<br />

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How to Get Started<br />Step Two:<br />Determine Your Individual Resources (video camera, knowledge, skills, interests)<br />What can you contribute to your Community?<br />

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How to Get Started<br />Step Three:<br />Determine Your Time Commitment (know frequency – i.e. twitter more than blog)<br />Different communities expect different levels of interaction<br />How much time can you devote?<br />

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Track & Measure<br />Google Analytics will tell you if visitors click through your social media links to your website or blog<br />Facebook Insights track the interactions you have with the people who “Like” your page<br />Applications to track Twitter results abound – look at Twitter Analyzer, Hootsuite, Twitter Grader<br />Track Patterns<br />

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Action Items <br />Do a Web search for your Company to see what sites appear<br />Do a web search for keywords to see where your company ranks (to find these keyword you can go to Google adwords)<br />Find your highest competitor and do the same searches to find out what they are doing<br />

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Simple Additions for Brick & Mortar Companies<br />Google Maps ~ Go to Google Places<br />Yahoo Maps ~ Go to Yahoo Local<br />Merchant Circle<br />

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Helps Google Ranking<br />

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Helps Search Results on Yahoo!<br />

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Competitive & Personal Research and Monitoring<br />Industry blogs<br />Google Alerts (http://www.google.com/alerts)<br />Social Mention (www.socialmention.com)<br />

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Top 3 Sites<br />LinkedIn – Who you know<br />Facebook – Who you know and what to know better<br />Twitter – Who you don’t know, but want to know<br />

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Why LinkedIn?<br />LinkedIn is Where the Professional Influences ARE!<br />Some of the Statistical Highlights<br /><ul><li>Average Age: 41

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Household Income: $109,703

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Male: 64%

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College Grad/Post Grad: 80.1%

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Business Decision Maker: 49%

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24% Have a Portfolio Value of $250k+</li></ul>07. Apr, 2009 http://www.linkedstrategies.com/blog/tag/linkedin-statistics<br />Latest LinkedIn Facts<br />LinkedIn has over 90 million members in over 200 countries.<br />A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S. <br />Executives from all Fortune 500 companies are LinkedIn members.<br />http://press.linkedin.com/about Jan 2011<br />

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Why Facebook?<br /> More than 500 million active users <br />· 50% of active users log on to Facebook in any given day <br />· More than 35 million users update their status each day <br />· More than 60 million status updates posted each day <br />· More than 3 billion photos uploaded to the site each month <br />· More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week <br />· More than 3.5 million events created each month <br />· More than 1.5 Million local businesses have active Pages on Facebook<br />· Pages have created more than 5.3 billion fans<br />Average user:<br />· Average user has 130 friends on the site <br />· Average user spends more than 55 minutes per day on Facebook<br />· Average user writes 25 comments on Facebook content each month <br />· Average user becomes a fan of 4 Pages each month <br />· Average user is invited to 3 events per month <br />· Average user is a member of 13 groups<br />http://www.facebook.com/press/info.php?statistics July 2010<br />

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Why Twitter?<br /><ul><li>Fastest Growing Member Community Destinations in February 2009

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Grew 1382% from Feb 08 to 09.

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Twitter Most Popular Among Working Adults

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February 2009 the largest age group on Twitter was 35-49

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Twitter On The Move

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Takes advantage of the Text Message mentality</li></ul>Nielsenwire March 18, 2009<br />

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Advanced Use of LinkedIn<br />Overview of Profile<br />How to Prospect<br />Set up a Follow-up System<br />

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LinkedIn Profile<br />

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Making YOUR Profile Attractive<br />Have a professional picture<br />LOGO<br />

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Contact View<br />You can send them messages through LinkedIn<br />Shows that they are a 1st Degree Connection to you<br />How many Connections they have on LinkedIn<br />

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Your Contact’s Connections<br />

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A Group Contact<br />Since we share a group, they are open to receiving a message from me<br />Degree of separation<br />Who could introduce us<br />

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Not Connected Nor in Group<br />Can’t send a free message<br />Tells you how you are connected<br />

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3rd + Degree Contact<br />How many Degrees Away<br />How you are connected<br />

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How to Connect<br />Through Websites<br />Joining Groups they belong to<br />Upgrade<br />

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Benefits of Groups<br />You can view all of the members of a group<br />

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How Will People Contact YOU?<br />Make sure you add up to 3 websites<br />

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Company Search<br />

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Utilize Your Status Update<br />Appears on your Contact’s main page.<br />It is tracked on your Profile History.<br />Helps you stay front of mind with your contacts.<br />Frequency – once a day no less than once a week<br />

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Risk vs. Reward of Social Media<br />Your Competitors are not waiting<br />Conversation is occurring with or without YOU!<br />

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Manage Risk<br />Do set up a Social Media Policy<br />Create Social Media Training<br />Identify Handful of Employees to be Brand’s Spoke’s person<br />Start off small so that you can manage growth<br />

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Time = Money<br />Set up Integration with Social Media Sites<br />Schedule tasks before logging in<br />Be careful not to Automate too much<br />

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Wrap Up<br />Not Everybody is on Social Media. So traditional Marketing is still effective.<br />Social Media is evolving QUICKLY<br />Social Media is a Marketing Avenue that Works – if the right Goals/Strategies are in place<br />Social media is a growing platform & cannot be ignored if a company is to be successful<br />

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Thank You!<br />Darrah Courter<br />www.ripplingeffect.com<br />